Burton’s Biscuit Company is announcing its biggest ever on-pack promotion for its £14m (Nielsen and Kantar combined read 28.01.17) Fish ‘n’ Chips brand in partnership with Ticketmaster.

The ‘Join our Fans’ campaign will be a 12-week partnership with Ticketmaster.

Running from April 4, shoppers will be given the chance to win Gift Cards to purchase tickets to events including theatre, music, sports and more, with £1 million worth of fan experiences up for grabs.

Prizes include: 20,000 x £50 Ticketmaster Gift Cards, 100,000 x 50p off Fish ‘n’ Chips product vouchers, and three Ultimate Fan Experiences worth £2,500.

Shoppers will need to visit www.joinourfans.com with their pack code for a chance to instantly win a Ticketmaster Gift Card or Fish ‘n’ Chips product voucher, with visitors also being entered into a monthly prize draw to win an ultimate fan experience.

David Costello, head of category and shopper management at Burton’s Biscuit Company, said: “The Fish ‘n’ Chips brand has seen phenomenal growth since it was re-introduced in 2014, bringing new shoppers to the category and in turn helping retailers to drive profits of crisps, snacks and nuts”

The promotion will run across eight SKUs in the Fish ‘n’ Chips brand portfolio, with the through-the-line campaign being supported by a £500k investment including new on-pack designs, social media support and in-store activation.